Channel & Category Development Lead

Overview:
The role is accountable for the strategic leadership and execution of Channel & Category Development initiatives across the country. This includes designing and deploying channel strategies and category growth plans that directly support business objectives, enhancing the effectiveness of customer-focused programs, and enabling seamless alignment between Sales and Marketing agendas. The position plays a critical role in driving commercial excellence, optimizing in-market execution, and delivering sustainable growth through data-driven insights and cross-functional collaboration.

**Responsibilities**:
The role is accountable for driving the Commercial agenda by enabling executional excellence across sales operations, ensuring compliance with S2C processes, corporate policies, and tax regulations. This includes leading CCD initiatives, optimizing trade programs, and strengthening organizational capability to deliver sustainable growth.
- CCD Calendar Execution & In-Field Commercial Activation
- Lead the development and quarterly alignment of the annual CCD calendar in collaboration with cross-functional stakeholders.
- Oversee the Trade Marketing team to ensure flawless execution of both Marketing Pull and Push activities in the field.
- Establish knowledge-sharing platforms across brands and geographies to scale best practices.
- Monitor market dynamics, assess competitor activities, and deliver actionable insights to inform future activations.
- Category Growth & Push Initiatives
- Strategically design and implement trade plans to support new product launches and re-launches, incorporating BTL tactics and market penetration strategies.
- Champion innovation in trade tools and POSM to elevate customer value and reinforce brand equity.
- Drive availability and visibility through merchandising campaigns, display execution, and trade promotions.
- Ensure consistent understanding and adoption of trade programs among Sales teams through robust guidelines, communication, and capability-building interventions.
- Channel Strategy & Budget Optimization
- Partner with Sales Directors to define winning channel strategies and build competitive advantage in trade.
- Leverage Rex Track and retail audit data to identify gaps and drive executional improvements.
- Identify and quantify opportunities for channel expansion and diversification.
- Develop KPI reporting frameworks to track execution of trade programs across weekly and monthly cycles.
- Optimize utilization of Fixed D&A and A&M Push budgets, ensuring spend efficiency and impact.
- Fulfill control responsibilities under PepsiCo’s Accountability Model, including GCS compliance, control testing, audit readiness, and timely remediation of deficiencies.
- Organizational Capability & Team Development
- Build a high-performing CCD team through strategic talent acquisition, onboarding, and retention.
- Define clear role expectations, set performance targets, and drive accountability through the Performance Management Process (PMP).
- Recognize excellence and address performance gaps to maintain high engagement and standards.
- Provide on-the-job coaching to enhance functional competencies in CCD execution.
- Foster a motivating, inclusive, and performance-driven work culture aligned with PepsiCo’s values.

Qualifications:

- Bachelor’s degree from an accredited university; a focus in Business, Marketing, or related field is preferred.
- Minimum 7 years of proven experience in Sales and/or Marketing, with at least 5 years in a managerial capacity leading cross-functional team.
- Demonstrated strength in strategic planning, data analysis, and commercial insight generation.
- Excellent negotiation and stakeholder management skills, with the ability to influence at senior levels across functions.
- Strong presentation and communication skills, both verbal and written.
- Proven ability to translate Trade Marketing strategies into executable actions aligned with broader Sales and Marketing objectives.
- Bilingual proficiency in Vietnamese and English is required.